Staple foods in 2024: The big picture
In 2024, retail current value sales of staple foods in China are expected to grow slightly, with a projected increase in the low single digits, despite the challenging macroeconomic environment. The post-pandemic economic recovery in China has been less robust than anticipated, leading to subdued consumer confidence.
Key trends in 2024
Due to slower than expected economic recovery in 2024, some consumers in China have become more cautious, prioritising cost-effective products. For instance, large packs of instant noodles have grown popular, as they offer good value for money.
Competitive landscape
In 2024, the competitive landscape of staple foods in China is expected to remain stable, with Master Kong from Tingyi (Cayman Islands) Holdings Corp (Ting Hsin International Group) and Shineway from WH Group set to remain the leading brands in retail value terms. However, as the overall economic environment remains underwhelming, consumer sentiment has become more cautious, and the demand for cost-effective products has grown, and the value sales of these leading brands are likely to suffer as a result.
Channel developments
Many Chinese consumers have retained their online shopping habits, established during the 2022 lockdowns, with the value share of retail e-commerce continuing to increase in 2023. This is largely due to the perceived convenience and time-saving nature of e-commerce platforms, which are expected to continue driving the growth of online sales in 2024.
What next for staple foods?
Staple foods in China is set for stable volume and current value growth across both the retail and foodservice channels in the forecast period, driven by the essential nature of products such as rice, noodles, and baked goods. Improved e-commerce platforms and cold chain logistics will ensure efficient retail distribution, while increased foodservice consumption will also boost demand.
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Overview:
Understand the latest market trends and future growth opportunities for the Staple Foods industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Staple Foods industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Staple Foods in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Staple Foods in China?
- Which are the leading brands in Staple Foods in China?
- How are products distributed in Staple Foods in China?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Staple Foods?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in China?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Staple Foods in China
Staple foods in 2024: The big picture
Key trends in 2024
Competitive landscape
Channel developments
What next for staple foods?
DISCLAIMER
Baked Goods in China
KEY DATA FINDINGS
Baked goods registers low single-digit growth in 2024
Pursuit of cost-effectiveness boosts the popularity of private label baked goods
Closures of offline bakery stores results in only low growth for unpackaged baked goods
Consumers will continue to turn to packaged cakes due to desire for small packs
Health claims are key for baked goods to differentiate
Frozen cakes, sweet pies and tarts expected to enjoy high growth potential
Breakfast Cereals in China
KEY DATA FINDINGS
Growth in hot cereals in 2024, amidst decline in RTE cereals due to health concerns
Top players in breakfast cereals to maintain leadership amidst high competition and innovation
Shifting focus: The rise of emerging sales channels in breakfast cereals
The continued rise in health consciousness will negatively impact the growth of muesli and granola
Due to its popularity amongst older consumers, hot cereals still has significant growth potential
An increasing number of products will be ready-to-eat, catering to the demand for quick consumption
Processed Fruit and Vegetables in China
KEY DATA FINDINGS
End of the pandemic normalises the growth of processed fruit and vegetables
Growth of leading players slows down
Foodservice return to normal drives foodservice volumes of frozen processed potatoes
Health claims vital to ensuring growth in shelf-stable fruit
Home-made drinks also set to contribute to growth for shelf stable fruit
Emerging channels expected to gain further share
Processed Meat, Seafood and Alternatives To Meat in China
KEY DATA FINDINGS
The growth of processed meat, seafood and alternatives to meat slows slightly
Although declining, supermarkets and hypermarkets are still the dominant channels
The penetration of meat and seafood substitutes remains low
Growth in frozen processed meat set to be driven by urbanisation
Rising population of single-person households will drive demand for smaller packaging
Health and nutrition will continue to be key drivers of growth in processed meat and seafood
Rice, Pasta and Noodles in China
KEY DATA FINDINGS
Mixed trends within rice, pasta and noodles
Modest growth for instant noodles, driven by new flavours and health trends
Rising demand for high quality rice and government price support drive growth
Branding and premiumisation will be key competitive trends in rice and instant noodles
The growing role of retail e-commerce
Innovation and flavour trends: Korean instant noodles are challenging local brands in China
The following categories and subcategories are included:
Staple Foods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
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- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Processed Red Meat
- Shelf Stable Processed Poultry
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- Chilled Processed Red Meat
- Chilled Processed Poultry
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- Frozen Processed Red Meat
- Frozen Processed Poultry
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- Shelf Stable Seafood
- Chilled Processed Seafood
- Frozen Processed Seafood
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- Chilled Meat and Seafood Substitutes
- Frozen Meat and Seafood Substitutes
- Shelf Stable Meat and Seafood Substitutes
- Tofu and Derivatives
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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Staple Foods
NOTE: Couscous, polenta and quinoa are excluded from staple foods.
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This report originates from Passport, our Staple Foods research and analysis database.
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